Client: John Lewis
Services: Film Production
Release Date: November 2014
John Lewis is a chain of high-end department stores operating throughout the United Kingdom, Republic of Ireland and Australia. In addition, they have roughly 40,000 employees.
Christmas time is one of the most important times of year for retail stores, with the rush for families to buy their Christmas presents for their loved ones, this is the busiest time of year for retail. However, the competition is fierce.
Traditionally, retail companies created TV commercials to advertise their campaigns and price reductions to entice Christmas shoppers to buy from them. However, John Lewis is a high end brand, therefore price reduction advertising is not inline with their branding.
As a result, they wanted to create a Christmas TV commercial that enticed Christmas shoppers into their stores and differentiated themselves from their competitors, not by pricing.
We collaborated with a London based TV production company to create a story driven TV commercial that is designed to get their target audience emotionally attached to the story, therefore attaching themselves to the brand by associating the words ‘John Lewis’ to ‘that penguin commercial’.
As a result, when Christmas shoppers did their shopping, more and more people decided to shop at John Lewis. This was reflected with the sales report for John Lewis, claiming that it was their best Christmas sales report … ever!
Futhermore, since this commercial, it has become something of an annual tradition in British culture, and one of the signals that the countdown to Christmas has begun in the UK.